How Mobile Can Bridge The Digital And Physical Worlds In New Ways [01Jun11] - 0 views
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appending real-world purchase information to its treasure trove of online behavioral data will vastly increase the value of customers’ profiles and increase the rates Google (NSDQ: GOOG) can charge its advertisers. It will be a way for Google to increase its local presence. NFC (near-field communications) is too often equated simply with payments, but Google understands that NFC tags have broad application (working like Quick Response [QR] and other 2D barcodes do today). Google can help retailers use NFC tags for in-store promotions and check-ins, augmenting the understanding of customer behavior for ad targeting.
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Numerous players—from Internet pure players to operators and retailers—are embracing the mobile/social/local combo. Unifying the online and offline worlds via mobile will create long-term market disruption. There are plenty of new opportunities opening up if you center your approach around the notion of context, trying to invent new product and services that will tie together places, brands, and consumers. Think about mobile augmented reality. At the end of the day, it is all about facilitating the discovery and understanding of information around you.